Most businesses engaging in Social Media Marketing measure things like “Likes” or “Followers”. That’s not bad but Internet Marketing is more than a popularity contest. For a small business
- Number of Interactions on Facebook – shows they’re engaged.
Developing a successful Facebook page where your fans or “likers” not only like a particular item but make comments. Developing a following that interacts with you on social media emboldens them to interact with you as customer.
- Number of click-thru’s – from Facebook or Twitter or LinkedIn back to your site.
This is easy to track. It’s also, if something you’re measuring, easier to create ways for people to do so.
- Increase in number of people who attend an event or call you after/during a campaign.
Depending on your business and the appropriate call to action, you might “see” the results as click thru’s but if you hold an event that was properly publicized on social media and see an increase in attendance or participation, you can begin to make the connection.
- Number of hits on a landing page on your site from a campaign.
While similar to number of click-thru’s, creating a special landing page is one way to very clearly check how much traffic you get from your campaign. It is also smart because you can have a page specifically created for that campaign, making it highly targeted.
- Increase in customers as a direct result of a campaign
Ultimately, your social media marketing needs to get you more customers. For each business the method of acquisition is different but you need to measure this or you might as well not even do social media in the first place.
It isn’t a popularity contest, it’s business. It’s important to measure things that impact your bottom line. Need more help figuring out what to measure? Check out our March 15 seminar, How to Build an Internet Marketing Plan.